From left to right: Jo Santens CEO, Danobat Group China; Kenny Pan, vice-president, Huntsman Polyurethanes APAC; Zhu Xiaoxiao, general manager of Moloco Greater China; Simon Song, president China of BSH Home Appliances Group. [Photo provided to chinadaily.com.cn]
Editor's Note: This year marks a critical milestone as China concludes its 14th Five-Year Plan. To help in assessing the success of the process, we have asked multinational executives to share with our readers their insights about their business achievements in the past few years and further expectations in the years to come.
Q1 What's your view on this year's two sessions? Do you expect any specific policy measures for further deepening reforms and expanding high-standard opening-up? What more should China do to create a more enabling business environment for foreign investors?
SANTENS: My expectations for the two sessions are that they will focus on policy continuity, deepened reforms and actionable steps to strengthen market confidence. I urge reaffirming commitments to high-level opening-up, particularly in advanced manufacturing and tech sectors, building on the 2025 Action Plan for Stabilizing Foreign Investment. Key priorities include institutionalizing measures like expanded market access and eliminating manufacturing investment restrictions, with clear timelines to reduce ambiguity.
PAN: The annual two sessions are a significant event in China's political and economic calendar. Huntsman Corp looks forward to the signals that the two sessions will send out. We have already observed the Chinese government's ongoing efforts to improve the business environment. For instance, the release of the 2025 Action Plan for Stabilizing Foreign Investment demonstrates the government's commitment to further opening-up and creating a fairer and more business-friendly investment landscape. We are eager to see concrete steps to promote trade and investment, ensuring that China remains an attractive and competitive destination for global businesses. In particular, we look forward to follow-throughs on pledges that have been made in policies such as the recent action plan, including incentives for foreign-invested enterprises to reinvest in China through various channels, and support for foreign enterprises participating in China's new industrialization process, especially in high-tech fields.
ZHU: We look forward to policies that further drive technological innovation and promote cross-border collaboration. As the global business landscape evolves rapidly, China will play a pivotal role in shaping this transformation. Moreover, we anticipate policies that will support Chinese enterprises in their global expansion. Moloco is committed to being a strategic partner for these businesses, and leveraging our expertise in machine learning to help them achieve sustainable growth in international markets.
SONG: We have a positive outlook for the two sessions. China has been creating a business environment that benefits foreign investors like BSH. The country's abundant resource advantages, cutting-edge infrastructure, and concentration of technological innovation and talent have provided a solid foundation for our development. We hope China will continue to maintain such a favorable business environment. Policies like the trade-in program and the focus on new quality productive forces align well with our development path in China. China is and will always be one of the most important markets for BSH. We are confident that with the continued support of the Chinese government and the favorable business environment, we will be able to further expand our business and contribute to the high-quality development of China's home appliances sector.
Q2 "New quality productive forces "is widely seen as key to helping China achieve industrial upgrade and "high-quality development". How can your company help cultivate such forces in China?
SANTENS: Our company is uniquely positioned to foster "new quality productive forces" in China by integrating innovation, sustainability and local collaboration. Through these actions, we aim to catalyze high-quality growth by merging global expertise with China's industrial ambitions, creating shared value in the era of intelligent manufacturing.
PAN: As a kind of key foundational material, new chemical materials serve as a fundamental driver of innovation in emerging industries and have become a key element in cultivating new quality productive forces in China. Huntsman Group deeply recognizes the pivotal role of new quality productive forces in China's industrial upgrade and high-quality development, and we are committed to advancing this process through innovation and sustainable development. The high-performance materials we provide support progress and efficiency improvements in fields such as electric vehicles, green building, aerospace, energy, electricity transmission, and electronic information and data — all of which are integral components of China's high-quality development. As a multinational corporation, Huntsman has extensive global experience in green innovation and green transformation. These efforts not only drive Huntsman's own sustainable development, but also provide valuable insights for China's green and low-carbon initiatives.
ZHU: Moloco's mission is to empower businesses of all sizes through advanced machine learning, and we have been a trusted partner to Chinese enterprises. In 2025, we will further enhance our product ecosystem in China with the launch of Moloco Commerce Media and Moloco Streaming Monetization. These innovations will enable developers, e-commerce platforms, and streaming services to unlock their full potential and drive performance growth. Strengthening partnerships with consumer apps is a top priority for Moloco this year. We will continue expanding our collaborations with leading consumer applications to help optimize user growth and monetization strategies. Additionally, Moloco's premium inventory strategy will provide Chinese businesses with more efficient monetization and growth opportunities, ensuring our partners can reach high-value users with precision.
SONG: We will leverage advanced technologies such as AI and IoT to enhance the functionality and efficiency of our products in China. Our smart appliances, for instance, offer features like automatic detection of laundry loads and dirtiness levels, thus optimizing water and energy usage. We are continuously expanding our product categories to improve the quality of life at home for consumers. For example, we have introduced dishwashers, dryers and built-in water dispensers that meet the growing demand for high-quality lifestyles of Chinese consumers. The establishment of the BSH Global R&D Center in Nanjing, Jiangsu province, underscores our commitment to local innovation and talent development. This center plays a crucial role in developing products tailored for Chinese consumers and for the world, and it will become a global R&D hub for our group. Our advantages in intelligent manufacturing will enable us to quickly respond to market changes, improve production efficiency and reduce costs, thus empowering other markets through our global network. We also believe that local talent is crucial for driving innovation and understanding the unique needs of the Chinese market.
Q3 DeepSeek has been a buzzword and surprised the world starting this year. AI technology has been deeply integrated with various industries around the world. What opportunities do you foresee for your business from AI technology? What's your view on China's ability to sustain innovation in breakthrough technologies in the coming years?
SANTENS: I see AI as a transformative accelerator for our business and the manufacturing sector. Our immediate focus is leveraging AI to optimize predictive maintenance and precision manufacturing — for instance, deploying DeepSeek-inspired algorithms to analyze real-time data from 50,000+ connected machine tools, reducing unplanned downtime by 40 percent and cutting energy waste by 25 percent in clients' smart factories.
PAN: We are pleased to see Chinese and foreign high-tech companies jointly advancing technological progress. From Huntsman's perspective, artificial intelligence technology will bring numerous opportunities to the chemical industry and our business. Within Huntsman, our global IT team has been working diligently to modernize our digital footprint by moving our infrastructure to the cloud to allow for faster and more efficient adoption of AI technology. China's ability to drive innovation in breakthrough technologies in the coming years cannot be underestimated. China has made significant strides in the application and promotion of AI technologies, particularly with unique advantages in data collection, model training and the expansion of application scenarios. With increasing policy support and R&D investments, AI technology will empower efficiency improvements and technological innovation across various industries and application fields. The evolution and development of downstream applications will, in turn, drive changes and innovations in the demand for chemical raw materials, providing new momentum and ideas for the global chemical industry's growth.
ZHU: Chinese businesses in gaming, e-commerce, and digital entertainment are rapidly integrating AI into their strategies, and Moloco is at the forefront of this transformation. Our advanced AI/ML technology empowers these companies to optimize efficiency, maximize ROI (return on investment), and achieve sustainable success in global markets. Looking ahead, the seamless integration of AI and ML into core business operations will be crucial for long-term growth. At Moloco, this commitment to innovation has always been at the heart of our strategy.
SONG: China has demonstrated a strong ability to sustain innovation in breakthrough technologies. The country's investment in research and development, coupled with its talent pool and supportive policies, create a favorable environment for technological advancements. We are confident that China will continue to lead in AI and other cutting-edge technologies, driving the industry forward and creating new opportunities for businesses like BSH. AI technology presents significant opportunities for BSH to drive innovation and enhance product development, improve operational efficiency and deliver exceptional consumer experiences. AI will enable us to develop products with advanced features, such as smart diagnostics, energy optimization and personalized user experiences. These innovations not only enhance the functionality of our appliances, but also contribute to a more sustainable and convenient lifestyle for consumers.
Q4 Driving domestic consumption is one of the top priorities for China to spur economic growth this year. How do you see China's potential to drive a consumption-led impetus for the economy? How will that affect your company's profitability this year?
SANTENS: China's consumption upgrade holds immense potential, with a growing middle-income group and policy stimuli — such as equipment renewal programs — fueling demand for high-end manufacturing. We're accelerating localized smart solutions, projecting over 15 percent revenue growth and improved profit margins in China for 2025. Of course, once we see an important milestone of current production localization in Shanghai, the increase will exceed expectations.
PAN: China's consumption upgrade is well underway, and there is significant potential for consumption-led economic recovery. With a growing middle-income group, rising consumer confidence during the economic rebound and strong government support for the economy, China remains a key driver of global demand. We are optimistic about the outlook for this year and look forward to supporting China's high-quality consumption growth. Huntsman has also keenly observed profound shifts in consumer attitudes and behaviors. Consumers are increasingly prioritizing personal health and scientific care, as well as placing greater emphasis on the environmental friendliness and cleanliness of materials. Consumers are no longer blindly chasing premium brands, but are instead focusing more on the "quality-to-price ratio" and practicality of products, willing to spend on products and services that offer genuine value. This transformation has brought us significant business opportunities.
ZHU: Moloco's machine learning technology helps Chinese enterprises enhance their competitiveness in global markets, driving sustainable growth and revenue expansion. However, our vision extends beyond this. We are also actively exploring the domestic market, committed to providing high-quality, diverse services to more Chinese enterprises. For example, our collaborations with leading gaming companies like Tencent and Net-Ease have played a pivotal role in their international success. These achievements not only contribute to China's foreign exchange earnings, but also create valuable employment opportunities, thus further strengthening the domestic economy. At the same time, we are focused on the burgeoning field of Connected TV, developing advertising solutions for this medium. We look forward to deepening our partnerships with Chinese enterprises, leveraging cutting-edge digital marketing technologies to unlock global opportunities and drive mutual success.
SONG: China's focus on driving domestic consumption to spur economic growth presents significant opportunities for BSH. The government's supportive policies, including the expansion of the trade-in program for a wider range of appliances, directly benefit our business. The inclusion of dishwashers and water dispensers in the trade-in policy highlights the growing importance of these categories. BSH has a strong presence in these emerging segments, and with our diverse product portfolio, we are well-positioned to capitalize on this opportunity. We support the trade-in trend through various online and offline marketing activities, free design and installation services, making it easier for consumers to upgrade to our energy-efficient appliances. These policies are expected to positively impact our sales and profitability this year by driving sales and enhancing our market presence in China. The growing interest in smart home technologies aligns with our focus on AI-powered, connected appliances.
Q5 As China continues to pursue high-quality development along a Chinese path to modernization, what opportunities do you anticipate for your business as this process gains more traction? Will you increase investment in China in the coming years? How will you further expand your footprint in China?
SANTENS: We foresee opportunities in green tech, smart manufacturing and rural industrial upgrades. We'll boost investment over three years, try to localize R&D for dual-carbon solutions, and expand into new sectors via partnerships. Our "East-to-West" supply chain strategy will deepen integration with China's high-quality growth agenda.
PAN: Guided by the core principle of "rooted in China, serving China, and nurturing talent in China", Huntsman Group has been cultivating its local presence in the Chinese mainland for over three decades. To date, Huntsman has accumulated investments exceeding 15 billion yuan ($2.06 billion) in China, making the country one of its most important global markets. Looking ahead, as China continues to pursue high-quality development along the Chinese path to modernization, Huntsman sees significant opportunities for business growth. The expansion of the Chinese market provides the conditions for us to deepen our presence and strategic planning, and we have made new investments accordingly. Huntsman remains firmly confident in the future development prospects of the Chinese market. We firmly believe that, leveraging China's vast market size, continuous innovation vitality and cost advantages, the overall profitability of the China region will remain robust. Huntsman will continue to deepen its localization strategy, optimize its industrial layout in China through technological innovation and industrial chain integration, and strengthen its market position in the fields of polyurethanes, advanced materials and performance products. These initiatives not only reflect Huntsman's long-term commitment to the Chinese market, but also demonstrate its determination to support China in achieving green, low-carbon and high-quality development.
ZHU: China's digital economy continues to thrive, and we are committed to expanding our investment and localized services in the market. By leveraging real-time machine learning, we empower Chinese enterprises to scale their international presence and drive greater success. Moloco has seen tremendous growth in China, and our goal is to further expand our ecosystem and deepen partnerships with local businesses. Looking ahead, we remain dedicated to enabling sustainable growth for our partners in China and beyond. Given the abundance of AI/ML talent in China, Moloco plans to recruit further local experts for our team. We aim to collaborate with these professionals to drive innovation and support our growth in the Chinese market.
SONG: As China pursues high-quality development, BSH anticipates significant opportunities for our business. This process emphasizes the development of advanced R&D centers and high-end manufacturing — areas with which BSH's growth strategy is fully aligned. Our focus on innovation and sustainability positions us well to contribute to and benefit from China's high-quality development. We will further expand our market presence in China by reaching more consumers in lower-tier cities and by continuing to innovate our product offerings, as well as collaborate with local partners to achieve customer success, including distributors and retailers, to enhance market penetration. We also launched our own livestreaming house in China in 2023. This platform allows us to interact with consumers, showcase product advantages and maximize online conversions.
